Title: Revisiting marketing strategy in emerging markets: a study of Amazon.com Inc.

Authors: Akansha Singh; Govind Swaroop Pathak

Addresses: Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, Jharkhand – 826004, India ' Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Dhanbad, Jharkhand – 826004, India

Abstract: Emerging markets (EMs) offer huge business opportunities for multinational corporations (MNCs). Owing to such a situation, EMs are gaining serious attention from the marketers. This call for an exploration of suitable marketing approaches by MNCs in order to gain competitive advantage in EMs. The present study concerns itself with the marketing strategy of an MNC (Amazon) in order to enter and expand its business operation in an EM (India). Adopting the quantitative approach to research, the authors collected primary data with the help of specifically finalised questionnaire for the study. Analysis was performed using SPSS software. The study reveals interesting findings regarding consumer's attitude towards Amazon India. Apart from theoretical contribution, the present study offers insights for the marketers regarding the processes in which the prevailing socio-economic conditions in India can be utilised as an opportunity. Lastly, the limitations and avenues for further research are provided.

Keywords: marketing strategies; business social alliances; internet marketing; emerging market; India.

DOI: 10.1504/IJEBR.2021.116349

International Journal of Economics and Business Research, 2021 Vol.22 No.2/3, pp.113 - 126

Received: 10 Feb 2020
Accepted: 20 May 2020
Published online: 20 Jul 2021 *

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